There is a paradox here. The Arnell Group’s document really is “breathtaking design strategy” (because it got Pepsi Co. to part with $1 million), and it’s complete bullshit. It’s like something the creators of Alias or Lost would have come up with. . . or L. Ron Hubbard.

I thought the redesign was sheer genius and expected competitors to quickly follow suit. Being in the packaging printing industry for more than 20 years, I have seen consumer product companies push the envelope when it came to packaging that could be realistically and cost-effectively produced. The design saved Pepsi millions of dollars in printing costs. Only if they would have pushed that savings to the consumer.

Wow, that was a hilarious read! I think someone at Arnell procrastinated till the night before the deadline and had to make something up quick.

You who say this is genius must be very nearsighted.
The logo is what’s important here.
Look at it! It looks like a genereic product that didn’t have money to put towards packaging.
It is supposed to be a smile? Try tilting your head to match the angle of your smile with that one. I hope you know a good chiropractor.
Plumber’s butt is the most sticking description I have heard, but a fat person’s belly protruding from their shirt fits well too.

I hope Pepsico has learned their lesson about Arnell now that their Tropicana redesign also failed miserably, but somehow I doubt they have.